engaging in conversations about your brand
TRANSCRIPT
Engaging in Conversations about Your Brand Jason Duty Dell Inc
Global Marketing
It’s Not the Wild West; It’s the Blob
Confidential 2
Learning Objectives for this session • Getting Started • Assessing Engagement Opportunities • Best Practices
Global Marketing Confidential 3
Getting Started
Global Marketing
First, Read the Thread: Understanding Context and Rules of the Road
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Tips & Best Practices for Getting Started
• “Listen” (read) & understand context and community including TOS/TOU
• Remember that real conversations are two-way (at a minimum)
• When building/joining communities, find the most valuable ones
• Think before you post, but always be yourself
• Remember: The internet never forgets
Image courtesy of elitistjerks.com
Global Marketing
Image courtesy of michaellouiscalvillo.com
Big Brother is Watching: Disclosure
• Transparency is important
• FCC requires disclosure of an author’s affiliation with a brand when discussing the brand
• Include disclosure in your Twitter profile.
• Disclose in each post for other platforms
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Engaging
Social Media and Community
Trolls Rants, ridicule or
demands
Misguided
Factual errors in the post
Unhappy Negative customer
experience
Monitor Avoid
responding and look for
comments
Fix the facts
Respond with factual
information
Restore Call in your customer support
resources
Question Poster seeks
additional info
Reach out
Engage w/ positive posters
Positive Agreeable,
truthful post
Offer Answers
Holy %$@#! Someone Just Mentioned Us How to assess and evaluate engaging in a conversation
Final Evaluation Base response on present
info, site influence and customer prominence
Responding
Response Consideration: -Influence -Timeliness -Transparency -Tone -Sourcing
Global Marketing
They Don’t Hate You, They Just Need a Hug: Capitalizing on Turn-around Opportunities
• When there’s been a mistake, problem, etc, surprise a customer with something unexpectedly awesome
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Other Best Practices
Global Marketing
It’s About the People
• Interact with customers in existing discussions & sometimes create your own
• When customers comment, acknowledge them
• Reward an individual for participation by publically thanking them
• Resist the temptation to flood your brand’s wall, feed, etc. with transactional messages
• Share posts/links you find interesting
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Global Marketing
The Robots Will Kill Us All
• If you haven’t been asked already, at some point you will…
• “Is this a real person?”
• Tips to avoid
– Be personable
– Avoid using scripts / marketing language
– Mix biz and common interests posts
– Use multi-media
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Image courtesy of theoldrobots.com
Global Marketing
Questions?
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